Sizzling Summer: Eat Your Way Through Xincheng, Explore Xincheng, Savor Xincheng – Xi’an’s Hottest Check-in Spot

A sizzling summer in charming Xincheng! To cater to the rising demand for upgraded nighttime consumption and richer visitor experiences, we are improving supply systems, diversifying offerings, and enhancing quality. By fostering livable, tourist-friendly, smart, and safe nighttime cultural tourism consumption clusters, we aim to fuel the boom of Xincheng’s night-time economy and turn more social-media hotspots into spending hotspots.

On July 23, guided by Xi’an Municipal Bureau of Culture and Tourism and Xi’an Municipal Bureau of Commerce, and hosted by the Xincheng District Party Committee and Xincheng District People’s Government, the “Luminous Nights of Xincheng” 2021 Xincheng Summer Ice Pet Festival and the opening ceremony of the “Jiefang Road–Dongxin Street” Digital Intelligence Block kicked off at the Minleyuan Wanda Plaza. Over 100 participants attended, including leaders from the municipal culture and tourism bureau, Xincheng District Party Committee and government, relevant departments, news media, representatives of Xincheng’s food and beverage businesses, culture-commerce-tourism enterprises, and citizens and tourists.

Digital Intelligence Block Boosts Development of Cultural Tourism Consumption Hub

At the ceremony, Yang Liping, Member of the Standing Committee and Head of Publicity of Xincheng District Party Committee, first introduced the event and the “Jiefang Road–Dongxin Street” Digital Intelligence Block. She noted that the area along Jiefang Road and Dongxin Street has long been a hub and landmark for culture, commerce, and tourism in Xi’an, with distinctive cultural, commercial, and tourism resources, a long history, and diverse business formats. As the first digital intelligence demonstration block in Xi’an launched by Xincheng District in collaboration with Alibaba Local Services, the two sides have explored and cooperated in depth. Leveraging the digital technology of the Alipay mega-platform, they have integrated over a thousand cultural, commercial, and tourism entities along Jiefang Road–Dongxin Street, creating a deeply integrated online-plus-offline, dine-in-plus-delivery, ‘Internet + real economy’ digital intelligence demonstration block. This helps businesses achieve digital transformation and digital marketing while bringing more convenient and affordable consumption experiences to citizens and tourists. Through digital empowerment and new block-wide collaboration, Xincheng is creating new digital consumption formats, new cultural tourism consumption scenarios, and new service consumption models to invigorate the commercial area and night-time economy, thus unlocking consumption potential and driving growth, with the goal of making ‘Jiefang Road–Dongxin Street’ a nationally renowned cultural tourism consumption hub. To date, 1,142 businesses in culture, commerce, tourism, and entertainment have joined the ‘Jiefang Road–Dongxin Street’ Digital Intelligence Block, ranking first nationwide in the number of participants.

From July 23 to August 6, the Xincheng District Culture and Tourism Bureau, in partnership with Ele.me, Koubei, Amap, and other Alibaba ecosystem resources, will issue the second batch of nighttime Xincheng consumption vouchers worth a total of 1.15 million yuan to citizens and tourists via the digital intelligence block platform. Consumers can search keywords such as ‘Jiefang Road Dongxin Street’, ‘Dongxin Street’, or ‘Jiefang Road Dongxin Street Digital Intelligence Block’ on Koubei/Alipay to access the platform and claim the 100-yuan voucher pack for only one fen. The pack includes: two 50-yuan vouchers for ‘Jiefang Road · Dongxin Street’ digital intelligence block merchants, one Alipay 12% discount bus coupon, and one Alipay 5% discount subway coupon. Additionally, the event period will feature the ‘Xincheng Summer Ice Pet Festival’ and the ‘Xincheng x Ele.me Local Shopping Companion’ night-time live stream series, showcasing Xincheng’s summer vitality and nighttime charm in diverse ways.

‘Taste of Dongxin Street’ – Multiple Measures to Shine the Culinary Gold Brand

Xincheng boasts abundant and distinctive culinary resources. Its array of traditional long-standing eateries, trendy internet-famous restaurants, and foodie hangouts have long been must-visit check-in landmarks for Xi’an locals and travelers from home and abroad. Building on last year’s successful creation of the ‘Taste of Dongxin Street’ food brand, Xincheng District this year launched new brands like ‘Jiefang Gourmet’ and ‘Xincheng Renowned Food Establishments’. At the ceremony, the Xincheng District Bureau of Industry, Information Technology and Commerce, the District Federation of Industry and Commerce, and the Zhongshanmen and Xiyilu Sub-district Offices presented honorary titles such as ‘Taste of Dongxin Street Demonstration Store’, ‘Jiefang Gourmet Shop’, and ‘Xincheng Renowned Food Establishment’ to over ten quality dining businesses, including Zheng’s Baozi, Old Chen’s Hui-Style Stewed Dishes, Jinxiang Chowder Hot Pot City, Grandma’s Impressions, Yongxingfang, Mingyanglou, Xuji Seafood, Yuezhuxuan, Haizhongxian, and Xi’an Quanjude. This aims to create a model effect of high-quality restaurants, continuously enhancing the high-quality development and brand influence of Xincheng’s cuisine, and attracting more epicures to feast in Xincheng.

The hand-drawn ‘Taste of Dongxin Street’ guide map was also launched simultaneously on the ‘Jiefang Road–Dongxin Street’ Digital Intelligence Block platform, aiming to string together the block’s internet-famous snacks, traditional long-standing eateries, and other culinary resources like pearls, connecting them into a vivid, interactive, and digital gastronomic map that highlights Xincheng’s food brands. It is understood that the Zhongshanmen Sub-district Office has also created ‘Taste of Dongxin Street’ accounts on new media platforms such as TikTok, Kuaishou, and Weishi. Netizens can follow key opinion leaders and hosts to eat their way through Xincheng, play in Xincheng, and savor Xincheng, attracting more citizens and tourists to experience nighttime food and consumption in Xincheng.

Cultural Tourism Night Tours Boost Xincheng’s Moonlight Economy

This year, Xincheng District has seized the opportunity of building an international consumption hub city and a national pilot city for cultural and tourism consumption to actively create a night-time economic circle integrating ‘dining, sightseeing, shopping, entertainment, exhibitions, and performances’. It has planned a series of vibrant night-economy promotional activities to drive the integrated development of four key sectors: nighttime sightseeing and leisure, performance experiences, specialty dining, and shopping entertainment. This aims to maximize residents’ consumption needs and further enhance the sense of fulfillment and happiness among the people. Following last year’s successful Xincheng Night Tour Carnival, the 2021 edition further systematically integrates Xincheng’s cultural, tourism, and commercial resources, presenting the features of the district’s night-time economy from all angles and in three dimensions. From June to September, a total of 86 events under five major themes will be rolled out to enrich citizens’ and tourists’ nighttime cultural tourism experiences and boost the event’s influence and appeal.

It is reported that this ‘Luminous Nights of Xincheng’ Night Tour Carnival is one of the key activities under the citywide ‘Chang’an Night · My Night’ and the second Xincheng District-wide Consumer Festival. In the next phase, the Xincheng District Culture and Tourism Bureau will continue to launch the Jiefang Road Frenzy Festival, the Xingfu Forest Belt National Fitness Corridor cultural and sports events, and a series of cultural tourism activities at the Xincheng Cultural Center and Xincheng Library. While actively fostering a great atmosphere for the National Games, these efforts will add luster to writing a new chapter in the city’s cultural and tourism development!

For more details and information on the ‘Jiefang Road–Dongxin Street’ Digital Intelligence Block and the distribution of consumption vouchers, citizens and tourists can search for the ‘Xincheng Style’ WeChat public platform. Through this platform, they can stay updated on the ‘Luminous Nights of Xincheng’ event series, promotional information, and claim consumption vouchers, enjoying the benefits brought by the Xincheng District-wide Consumer Festival.